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Amitabh Bachchan, who has been the brand ambassador of International Indian Film Academy (IIFA) ever since the Awards stated from 2000, is no longer holding the position. An official statement from IIFA confirmed the same.

According to an official statement from IIFA, they had offered a proposal to Amitabh Bachchan, but he wasn't ready to participate 'for reasons best known to him'

Said the statement, 'Due to unexplained reasons, after announcing the event as Brand Ambassador, Mr. Bachchan couldn't participate in the IIFA Weekend Sri Lanka last year. Following this, IIFA aborted the concept of a Brand Ambassador. Keeping in mind the huge respect that Wizcraft and IIFA have for Mr. Bachchan and the deep relationship that we've always shared, we are not having anyone replace Mr. Bachchan. The Bachchan family has been an intrinsic part of IIFA every year, and in this regard we have already shared with them a proposal about their participation this year too. Mr Bachchan's reason for non-participation is best known to him. IIFA and Mr. Bachchan are inseparable. We will continue to pursue his participation for this year too.'

But Amitabh Bachchan had a different take on the same as said that his services were no longer required by the organisers.

He wrote on a micro-blogging site, 'Not coming to Toronto IIFA. IIFA says my services are not required,' He even added that it was because of the organisers that he wasn't part of IIFA last year in Sri Lanka. 'It's the organizers of IIFA that do not want me in Toronto. Sri Lanka was the same,' he said.